Measuring User-Perceived Characteristics for Banking Services: Proposing a Methodology

Abstract

With the continuous technological enhancement of banking services, customers can avail of better, more secure services which present improved opportunities and convenience. Of the many methods available to perform banking operations, customers commonly use traditional banking, online banking, and mobile banking. Each of these existing methods has advantages and limitations that affect customer experience, trust, satisfaction, and continued intention to use such services. In this study, an attempt was made to develop and fit a model to evaluate and measure the effect of perceived characteristics on banking services. To this end, a questionnaire was administered to 91 participants in Korea to investigate their experiences in the three types of services: offline banking (traditional banking), online banking, and automated teller machines (ATM). The factor design for evaluating the user experience through the perceived characteristics of the banking system was performed by conducting exploratory and confirmatory factor analyses. The proposed model exhibited validity and reliability to evaluate the user experience in the banking system. The results obtained can help banking specialists and professionals increase the level of customers’ trust, loyalty, and intention to use their services.

Does privacy and ease of use influence user trust in digital banking applications in Spain and Portugal?

“…The literature on trust spans a wide variety of disciplines. While customer trust has been studied extensively by marketing and management researchers and psychologists, it has also become relevant to researchers studying e-commerce (Bitkina et al, 2022;Yousafzai et al, 2003).…”

“…Specifically, the open nature of the Internet as an exchange platform and its global composition and infrastructure has made trust a crucial component of e-commerce. In this sense, digital banking, lacking the physical presence of a bank branch and a physical relationship and exchange between bank staff and the customer makes for a unique environment in which trust is of paramount importance (Bitkina et al, 2022;Yousafzai et al, 2003).…”

“…Trust in e-banking is a new and emerging area of interest in the field of financial services marketing research. As a consequence, the existing literature on trust related to e-banking is sparse and focuses on more general aspects of e-commerce (Bitkina et al, 2022;Yousafzai et al, 2003). Mayer et al (1995) identified and validated three main elements of trustworthiness: honesty, benevolence and competence (Bitkina et al, 2022).…”

“…As a consequence, the existing literature on trust related to e-banking is sparse and focuses on more general aspects of e-commerce (Bitkina et al, 2022;Yousafzai et al, 2003). Mayer et al (1995) identified and validated three main elements of trustworthiness: honesty, benevolence and competence (Bitkina et al, 2022). For the purpose of this research, perceived trustworthiness is defined as customers' perception of the bank's competence, honesty and benevolence when offering banking and financial services online.…”

“…Belief in the bank's benevolence, competence and honesty will positively influence customers' intention to share personal information with the bank, leading to high trust and a high perception of privacy. This is because these beliefs embody the assurance that the bank will not abuse the information (Bitkina et al, 2022;Kim et al, 2008;Yousafzai et al, 2003;Zhang et al, 2022).…”